Clearly expressing the social mission of the Mitsui Fudosan Group is our Group statement “bringing enrichment and comfort to urban areas.” We raised and have been engaging in three CSR themes - specifically, “environmental initiatives,” “provision of high-quality products and services” and “challenges for creating new values and markets” - in order to fulfill this mission.
In the midst of such, the March 2011 Great East Japan Earthquake and subsequent energy issues challenged us with questions of what true “safety and security” and “sustainability” means. As a developer providing places of daily life, for the Mitsui Fudosan Group, too, fiscal 2011 was a year in which we engaged in those aspects of the abovementioned CSR themes that involve “safety and security” and “sustainability” in particular.

In April 2012, the Mitsui Fudosan Group formulated and announced “Innovation 2017,” a new long-term business plan for the Group starting from fiscal 2012. Designed to accelerate the innovation of creating value for the coming era, in light of such factors as changes in our operating environment, including domestic market maturity and market globalization, and also the various problems that have emerged in the wake of the Great East Japan Earthquake, “Innovation 2017” is closely tied to also our practice of CSR.
For example, “Innovation 2017” raises “create neighborhoods” as one of the initiatives that the Mitsui Fudosan Group shall focus efforts on going forward and summarizes the “basic approach to creating neighborhoods” by the following three points. The first is to “integrate diverse functions and features,” which involves promoting mixed use and integrating tangible (building facilities) and intangible (building operations) aspects. The second is to “create communities,” which involves connecting the people who reside/gather/visit and regions. And the third is neighborhoods that “mature with age” year after year through town management, etc. even after completing the creation of the neighborhood. We believe that a virtuous cycle of the above three will lead to the creation of new value.
The described basic approach is an extension of our initiatives to date. At “Tokyo Midtown,” which celebrated its fifth anniversary since opening in March 2012, we have been aiming to integrate a variety of urban functions based on “Diversity on the Green” set as the development concept since the start. In addition, we have been striving to also form a community with “Tokyo Midtown” at the core, through various events and regional philanthropic activities conducted together with visitors and tenant companies, residents of the surrounding Roppongi area, etc. Furthermore, we also strive for the neighborhood, including the surrounding area, to have enhanced value, or in other words “mature with age,” by protecting and cultivating the lush greenery that is a symbol of the neighborhood.
The same basic approach extends to also the initiatives of the “Nihonbashi Revitalization Plan” that is being pursued through the united efforts of the public sector, private sector and community based on the concept of “proceeding to create while retaining and reviving.”

Based on the described basic approach to creating neighborhoods, the Mitsui Fudosan Group intends to hereafter proactively engage in the promotion of “smart cities.” The “smart cities” we envisage is urban development that realizes safety and security as well as sustainability, harmony with the environment, comfort and efficiency, etc. by combining various building facilities aspects and building operations aspects.
The pioneering initiative of such at the Mitsui Fudosan Group is “Kashiwanoha Smart City.” Here, our aim is a city that presents models for resolving social issues, such as harmony with the environment, health and longevity and new industry creation, through partnership among the public sector, private sector and academia based on the concept of “An Urban Model for Our Future.” By working to resolve issues faced by Japan ahead of other developed countries, we hope to contribute to future urban development in and out of Japan. We intend to engage in such “value creation in the form of resolving issues” as a Group.

In this manner, the “basic approach to creating neighborhoods” and “smart city initiatives” presented in “Innovation 2017” can be described as being the organizing and reinforcement of the sources of value creation accumulated to date.
Such spirit of value creation in “urban development,” which is arguably the DNA of the Mitsui Fudosan Group, is applied in many areas of also various stand-alone projects other than mixed-use development.
Concerning “safety and security,” we strengthened BCP and disaster prevention measures at each business division, including not only office buildings but also for-sale housing and retail properties, in the previous fiscal year.
Concerning “harmony with the environment,” too, along with positioning the “” environment communication word as part of the Group vision starting from fiscal 2012, we revised the “Group Environmental Policy,” etc. in an aim to further strengthen our approach to initiatives to date.
The year 2011 marked 70 years since the establishment of Mitsui Fudosan. During that period, we have consistently dedicated efforts to creating and providing value demanded by the times. And underlying us today, in these times when solutions to issues over “safety/security/sustainability” and “harmony with the environment” are in strong demand, is the “principles of the “ ” logo.” That is, rather than a choice between “this or that,” going against “this and that” is also flexibly incorporated and while doing so seeking “harmonious coexistence” and “linking diverse values.” Ahead of the three CSR themes - “environmental initiatives,” “provision of high-quality products and services” and “challenges for creating new values and markets” - that we engage in has been and will continue to always be the goal of realizing the “principles of the “” logo.”
This Report outlines fiscal 2011 and our other wide-ranging social and environmental initiatives. By reporting on these initiatives, we ask for your understanding, continued support and honest opinions concerning the activities of the Mitsui Fudosan Group.

Presents the various cultural activities and public relations activities of Mitsui Group companies.